Branding Strategy Development: A Focus on ArcelorMittal.

Internal Branding

According to Marketing91 (2022), internal branding is defined as the process of bringing a company’s brand identity, values, and purpose to its employees so they understand the “who” and “why” behind the brand. The goal? To help them live the brand every day and become authentic brand ambassadors.

Based on the article “The effect of internal branding on organisational financial performance and brand loyalty” by Soleimani et al. (2022), internal branding is important because it plays a critical role in aligning employees with a company’s brand values, which in turn significantly impacts both brand loyalty and financial performance.

The study emphasizes that internal branding strengthens employees’ understanding of the brand’s identity and purpose, leading to more consistent brand delivery and customer experiences. Importantly, the research finds that psychological empowerment, employees feeling confident, competent, and valued, acts as a mediating factor. When employees are empowered, they are more likely to behave in ways that support the brand’s promise, increasing customer satisfaction and loyalty.

Additionally, internal branding enhances employees’ emotional connection to the brand, making them more committed, engaged, and motivated. This alignment not only improves service quality but also contributes to the organization’s competitive advantage and profitability.

To explore more about the subject, to see it more operational and realistic on how it works to modern era, I did my own independent research to develop at least three strategies that a business like Arcelormittal may use to develop its brand internally.

ArcelorMittal Luxemburg

Image/Arcelormittal Luxemburg

Internal branding is essential for ArcelorMittal, a company I work for. Where alignment between corporate identity and employee behavior strengthens brand reputation and customer trust. Developing internal branding ensures that employees understand, believe in, and live the brand values. Working here a quiet long time and I see these three effective strategies with ArcelorMittal.

1. Embedding Brand Values Through Employee Training and Engagement

One of the most effective ways to build internal branding is by embedding brand values into training, onboarding, and daily activities. By ensuring that employees not only understand but also internalize brand values, companies foster alignment between staff behavior and corporate mission.

On the case of ArcelorMittal, we promotes its “Sustainable Development Framework”, which is built around 10 sustainable development outcomes, including health and safety, innovation, and employee development. The company integrates these values through mandatory employee training programs, safety workshops, and leadership development initiatives to create a strong internal brand culture.

In our 2019 Integrated Annual Review, ArcelorMittal stated:

  • “Our brand is not just about steel, it’s about the people who make it. We engage our teams with our core purpose of ‘Smarter steels for people and planet’ to inspire purpose-driven action.” (ArcelorMittal, 2019)

2. Leveraging Internal Communication Platforms

Strong internal branding requires consistent, transparent, and two-way communication. Utilizing internal platforms like intranets, newsletters, and digital engagement tools ensures that employees stay informed and connected to brand developments and strategic direction.

At Arcelormittal, the company runs an internal platform called “Steel TV”, a digital communication channel that shares company news, employee stories, sustainability achievements, and health and safety updates. It connects global employees to ArcelorMittal’s brand narrative, creating a sense of shared identity and belonging.

Additionally, our internal publication “Inside ArcelorMittal” is distributed globally and helps reinforce corporate messaging across all regions and roles.

3. Recognising and Rewarding Brand-Aligned Behaviours

Acknowledging employees who exemplify the brand’s values and culture promotes brand advocacy from within. Recognition programs reinforce desired behaviors and signal what the company stands for.

One of this is, “S10 Recognition Programme”, rewards employees for contributions aligned with the company’s ten sustainable outcomes (S10). This includes excellence in health and safety, innovation, and community engagement. By recognizing employees who live the brand values, the company fosters a culture of brand ownership and internal pride.

In our Sustainability Report highlighted:

  • “Through initiatives like the S10 Recognition Programme, we ensure that internal branding becomes a lived experience, where values translate into action.” (ArcelorMittal Sustainability Report, 2021)

Internal branding is not merely a communication task, it’s a strategic process that aligns employees with corporate identity and mission. For a global organization like ArcelorMittal, embedding values through training, fostering communication through digital tools, and recognizing brand-aligned behaviors are essential to building a strong internal brand. These efforts ultimately lead to greater employee engagement, consistent customer experiences, and a stronger market presence.

External Branding

Farone (2017), Forbes, external branding refers to the elements of a brand that are presented outwardly to customers and the wider public, such as visual identity (logos, colours, typography), messaging (tone of voice, taglines), advertising, public relations, and customer experience. It encompasses how a brand is perceived and experienced through all external touchpoints, and is a reflection of the organisation’s internal strategy and culture brought into the marketplace.

External branding plays a vital role in influencing how a business is viewed by customers, stakeholders, and the general public. It acts as the outward expression of the organization, communicating its values, character, and commitments through elements like design, messaging, and customer engagement.

An effective external brand fosters trust, enhances credibility, and boosts recognition, allowing a company to stand out in a competitive environment. It also impacts consumer choices, encourages loyalty, and supports sustained business growth. In essence, external branding is essential as it transforms a company’s internal mission and culture into a clear and engaging message for the outside world.

ArcelorMittal, as a global leader in steel and mining, ArcelorMittal understands the importance of strong external branding to maintain its reputation, connect with stakeholders, and compete globally. Below are three key external branding strategies that businesses like ArcelorMittal use effectively:

1. Corporate Social Responsibility (CSR) as Brand Differentiation

Using CSR and sustainability initiatives to enhance public perception and establish the brand as ethical, responsible, and future-focused. ArcelorMittal actively promotes its commitment to sustainability and climate action through clear, data-driven external communication. The company publishes an annual Sustainable Development Report and highlights its efforts to reduce carbon emissions, support local communities, and innovate in green steel technologies. Their external messaging positions them as not just a steel manufacturer, but a responsible global actor committed to environmental stewardship.

  • ArcelorMittal’s “XCarb™” initiative markets its low-carbon steel products and is prominently featured across its website and social platforms, appealing to eco-conscious partners and customers.

2. Consistent Brand Storytelling through Digital Channels

Leveraging website content, videos, and social media to consistently communicate brand values, capabilities, and leadership in innovation. The company invests in digital storytelling through its global website and social media presence on LinkedIn, YouTube, and X (Twitter). It regularly shares videos, infographics, and case studies highlighting technological breakthroughs, large infrastructure projects, and customer success stories. This content reinforces the brand’s global impact, reliability, and commitment to excellence.

  • A video campaign showcasing ArcelorMittal steel in iconic structures like the Burj Khalifa and Eurostar rail system helps reinforce its role in building modern civilization.

3. Industry Leadership through Strategic Partnerships and Thought Leadership

Building brand authority by participating in global forums, publishing white papers, and forming high-profile partnerships. ArcelorMittal positions itself as an industry leader by collaborating with organizations like the World Steel Association and global climate action groups. It contributes to industry research, joins panels at climate summits (e.g., COP), and publishes thought leadership content. These efforts increase credibility and visibility among stakeholders, including investors, governments, and major industrial clients.

  • In 2022, ArcelorMittal partnered with the Science Based Targets initiative (SBTi) to develop sectoral decarbonization pathways, showcasing leadership in green transformation.

External branding is crucial for ArcelorMittal to maintain a competitive edge in a global market. By aligning its external communications with its core values, sustainability, innovation, and global impact, the company not only enhances its brand reputation but also builds trust and long-term value among key stakeholders. These strategies demonstrate that effective external branding goes beyond visuals, it requires strategic alignment, purposeful storytelling, and authentic leadership.

To wrap up this research, effective branding strategy development for a global company like ArcelorMittal must integrate both internal and external efforts to create a unified and impactful brand presence. Internally, aligning employees with the company’s mission through values-driven training and communication fosters engagement and consistency. Externally, projecting these same values, such as sustainability, innovation, and global leadership, through strategic storytelling and partnerships strengthens brand reputation and stakeholder trust. Together, internal and external branding form a cohesive strategy that supports long-term growth, customer loyalty, and competitive advantage in a dynamic global market.

Following are my references for this research.

Feel free to drop me a comment that will add value on my research. It will not only help me expound the knowledge and understanding about different perspective on internal branding. Thank you for your time reading this article. 🙂